New England Brands Reclaim Prep
New England staples Boast and J. Press are leading the charge to reclaim authentic prep style Boast and J. Press, Two New England Brands, Reclaim Prep Style.
Boast was founded in 1973 on the slopes of Stowe, Vermont, and quickly became known for its irreverent take on tennis and ski apparel, symbolized by its distinctive Japanese maple leaf logo. J. Press, with roots dating back to 1902 at Yale University, has long been a purveyor of classic Ivy League style, outfitting generations of students and preps. Both brands experienced periods of decline but are now being revitalized with updated designs and a renewed focus on their heritage.
